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Why this course?

The 21st century is witnessing an unprecedented growth in technological innovation, across all business sectors.

Today’s business professionals are required to have a strong understanding of how technology and innovation must meet with the demand for technology driven products and/or services.

Yet, the majority of business undergraduates lack the necessary educational background that would allow them to fully understand how emerging technologies open the way to new business opportunities. Likewise, graduates from engineering lack the necessary business background that would enable them to focus their innovativeness and skills in economically sustainable ideas for new products and/or services.

This course simply lays the bridge for the two disciplines to come closer.

Our Department of Marketing in Strathclyde Business School and the Department of Design, Manufacturing & Engineering Management (DMEM) in our faculty of Engineering, have collaborated to develop a masters level programmes to bridge this gap.

What you’ll study

The course comprises two teaching semesters. Semester one consists of the core classes, namely Brand Management & Product Strategy, Strategic Marketing, Innovation Management and Financial Implications of Innovation.

In semester two there is the opportunity to focus on specific topics that may be of interest to individual students.

The semester comprises four electives coming from Marketing, namely Marketing Research, Export Marketing, Services Marketing and B2B & Key Account Management; and four electives coming from Design, Manufacture & Engineering Management, namely Strategic Supply Chain Management, Management of Total Quality & Continuous Improvement, Design Methods and Supply Chain Operations.

As a student studying this course, at this stage you will need to combine two classes from Marketing with two from DMEM in such a way that the resulting set of the four electives will best fit your career vision and plans.

Major projects

During the second semester, together with another three to four of your colleagues, you'll have the opportunity, as a group, to get involved in the Marketing Works projects.

The two departments supporting this course pull together their resources and substantial links with industry to secure opportunities for the students to get involved with a real-life problem facing a company.

During this project, under the supervision of one of the lecturers in the course, your group will act as a “consulting agency”, will meet with the customer and receive briefing and then work together to prepare a realistic and efficient solution to the customer’s problem.

This is a unique experience that will enable you not only to use your newly acquired knowledge and skills in practice but also give you a better understanding of the challenges laying ahead after graduation.

Course awards

Upon successful completion of all the requirements (taught classes, Marketing Works project and Dissertation) you receive a Master of Science in Innovation & Marketing Management.

This requires you to collect 180 credits. A Diploma in Innovation & Marketing Management is also available for students who manage to collect no less than 120 credits.

Unique in Europe

This is the only Masters course available in Europe that brings together the field of Marketing and Engineering in an integrated course that allows graduates to pursue a professional career in either direction with tremendous success.

Course content


  • Brand Management & Strategy
  • Strategic Marketing
  • Marketing Research
  • Export Marketing
  • International Services Marketing
  • B2B & Key Account Management
  • Dissertation
  • Business Works
  • Innovation Management
  • Financial Implications of Innovation
  • Strategic Supply Chain Management
  • Management of Total Quality and Continuous Improvement
  • Design Methods
  • Supply Chain Operations

Learning & teaching

Teaching will involve lecturing, case study discussion and analysis, in-class learning exercises and group tasks.

All classes (core and elective) will involve at least one guest lecture from practitioners to allow students to grasp the perspective from the real business world.

Where necessary and appropriate (for example “Marketing Research” class) students will also have to attend workshops to build the required practical skills.


Assessment will rely on class work and exams (for core classes). The latter will account for no less than 50% and the former no more than 40% of the students’ total mark. Final mark for elective classes will rely on an individual major assignment the students will have to submit.

Visit the Innovation & Marketing Management MSc/PgDip page on the University of Strathclyde website for more details!




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